Your logo is part of your brand’s identity and a way for people to instantly recognize you among your competitors. Consider some of the most popular brand names on the market today and how easily people can associate them based on their logo alone.
You’ll be putting your logo on everything, from your website to uniforms to business cards, custom packaging and advertisements. Therefore, your logo has a lot of heavy lifting to do, communicating your brand across all different kinds of mediums, so it’s critical that you design a good logo that will help your brand succeed.
How how can you do that? At Proforma, we’re experts at putting logos on everything and we have a few tried and true tips to help you design a logo that stands out among the rest.
Know Your Brand
Your logo’s main job is to represent your brand and impart as much meaningful information about it as possible. Try to narrow down a few adjectives that best express your brand and ask your designer to impart those characteristics in the logo. For example, a natural foods company might be best described as green, simple, and rustic. Another natural food company may instead choose refined, reliable and feminine. Even though these are both natural food companies, they should end up with very different looking logos.Impression is Crucial
Ask yourself: who is your brand trying to appeal to and what first impression will they get from your logo? You may have very different tastes than your target market, so don’t get stuck focusing on what you like. When possible, conduct market research on your customers and what they respond to in a logo. Or rely on logo research from reputable companies. Once you have a working logo, you can run it by focus groups before you finalize it and make it public.Plan Your Colors
In general, people have strong feelings about colors and respond to them very differently, so it’s wise to pick your colors carefully rather allowing your designer to choose the hue they like best. Your customers should be at the forefront of your mind when you’re choosing your colors.
You should work with a designer who can give you good advice about which colors work together, but having some idea of what will work best for your brand to start is always recommended. Then you can let the designer help refine your shades so that everything works together.
